Key art for final season of Downton Abbey on MASTERPIECE

KEY ART | ADVERTISING | DIGITAL

Through almost all of its sensational run, PBS has partnered with SJI to promote Downton Abbey on MASTERPIECE, their most-watched show ever. The combination of creative advertising and out of home tactics from PBS and striking advertising from SJI has helped drive tune-in and stoke fan fervor in the process.

Key Art

For the final season, the goal for the creative was to provide a sendoff equal to the stature of the beloved series. We developed key art with a sense of warmth and celebration, which was especially appropriate during the holiday season promotional run up to premiere. SJI took a new direction when creating the consumer advertising campaign, including developing individual character posters along with the main key art. The resulting campaign and messaging was designed to command viewers’ attention.

Character Posters

Character Posters

Fun hashtag headlines were combined with a shimmering Art Deco style in gold and silver hues, to create a series of character driven posters for cross-platform use.

out-of-home

The campaign launch featured high-profile out of home tactics including a storefront takeover near Times Square, along with national print insertions, social media and online campaigns.

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on-air creative

On-air creative, utilizing the modern Art Deco designs of the campaign, was produced by PBS to complement the digital and print tactics.

Nearly 10 million viewers and fans tuned in to the premiere of the final season of Downton Abbey, continuing its run as the highest-rated PBS drama of all time.

SJI always produces the highest caliber of creative and strategic work. They are detail oriented, buttoned up, and deliver creative beyond expectations.
It is always a pleasure to work with them.—Derrick ChamleeCreative Director, Primetime Promotions, PBS

Launching Mercy Street: A new PBS original dramatic series

ADVERTISING | DIGITAL | INTERACTIVE | KEY ART

When PBS was set to launch its newest original drama series, they turned to SJI to create a compelling multimedia consumer campaign. Based on real events during the American Civil War, the series explores the multifaceted relationships between doctors, nurses, and soldiers on both sides of the conflict.

Key Art

Our challenge was to develop compelling, fresh creative that conveyed the idea of multiple interlocking story lines in a bold, eye-catching way. Using a powerful silhouette to contain multiple images allowed us to do just that, with nods to the overall story arc revealed within. The headline “Blood isn’t blue or gray” helped drive home the theme of the series.

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Digital Campaign

The digital campaign included home page takeovers, as well as rich media banners that included multiple videos, character galleries, and social sharing capabilities.

Wolf Hall Campaign

ADVERTISING | DIGITAL | KEY ART

SJI developed a provocative multiplatform campaign for the dramatic series Wolf Hall on PBS, featuring key art reflecting the intensity of the series.

key art

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Digital Campaign

Digital banners including star-powered character banners and social media sharing capabilities allowed PBS fans to help spread the word.

Launching The Nocturnals on their nighttime adventures

ADVERTISING | DIGITAL | INTERACTIVE | KEY ART

How do you brand an unknown book series in a crowded tween market? SJI took on the challenge of branding, book design and advertising for Tracey Hecht’s new series, The Nocturnals. Our approach to the design was “fresh, elegant and visually captivating and yet…always in service of the business objective,” said Ms. Hecht.

We developed the identity with a logo that playfully reinforces the nighttime setting, using a moon for the “O.” The book cover design employs Kate Leibman’s charming illustrations of nocturnal creatures to draw young readers into their mysterious world. The die-cut book jacket adds another eye-catching element to the design.

Digital Campaigns

To build awareness for the new brand, we partnered with Fabled Films to create a digital campaign targeting parents. We devised multiple directions to find the most effective banner and Facebook advertising. According to Ms. Hecht, “As a small company, there really is no greater value than a partner who elevates your content and business proposition.”

SJI is the rare partner who is brilliant both creatively as well as strategically!" Tracey HechtPrincipal, Fabled Films/Fabled Films Press

Spotlighting “Hamilton’s America”

advertising | design | digital | print

SJI jumped at the chance to work on the creative for “Hamilton’s America,” the PBS feature film documentary about the revolutionary musical that’s become a cultural phenomenon.

The campaign aimed to drive viewers to this highly anticipated, behind-the-scenes look at the making of the musical.

Key Art

The iconic key art image was designed to resonate with fans and showcase the creative process of Lin-Manuel Miranda, while distinguishing the documentary from the musical itself.

IMDB Digital Banner

Digital tactics were key to targeting a younger and more diverse audience, and reaching fans craving everything “Hamilton.” We developed rich media ads highlighting Miranda, including digital pre-rolls, some of which appeared as high profile takeovers of popular sites like IMDB.

Social media “snackables” were created using engaging quotes from the film. (Snackable content is bite-sized media that is attention-getting and easily “digestible.”) Units appeared on Facebook, Instagram and Twitter, and generated immediate engagement from fans as they went live.